Six Flags' new loyalty program is as much about collecting visitor data as it is about rewarding visitors for their habits.
Travel Loyalty News
The Skift Business of Loyalty covers the world of hotel, airline, and other consumer loyalty programs in the travel industry. Read more coverage of loyalty here.
A theme park may not be the first place that one might expect to see a loyalty program (after all, how frequently does one visit the same park?) but done right, there’s solid utility in launching a tool to reward both visitors and the company.
That’s at least the thinking of Six Flags, which announced its membership rewards program last week. The program, which will only be available to current subscription members of Six Flags, gives visitors to the parks points for checking in at various rides and making purchases. In exchange, members can earn perks ranging from free cotton candy to a dinner with the park’s executives on the next visit.
Generating visitor loyalty through the occasional free churro or unique experience may not be the crux of the program, though. According to Mark Kupferman, vice president of insights and interactive marketing at Six Flags Entertainment, visitors who participate in membership rewards will provide valuable insight into how rides are visited and where and when purchases are made. For that data, Six Flags Membership Rewards will create enormous value.
Skift’s Hannah Sampson has the full details on Six Flags Membership Rewards, which launches later this month.
— Grant Martin, Business of Loyalty Editor
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Skift Business of Loyalty Editor Grant Martin [[email protected]] curates the Skift Business of Loyalty newsletter. Skift emails the newsletter every Monday.
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Photo credit: CraZanity, a ride that opened at Six Flags Magic Mountain in July 2018. Six Flags announced its membership rewards program last week. Jeremy Thompson / Flickr